Rebranding Litchfield Park

While reading the first quarterly “City Line” newsletter of 2013 put out by the city of Litchfield Park, I found the front page article interesting… “Re-branding the Park”. It would seem our city leaders are attempting to spruce up the cities image to help attract new retail business which in turn will complete build out of the downtown open space set aside for business development.

While kicking off the re-branding of Litchfield Park, the city unveiled its new logo and website back in January of this year. The old city logo had been around since 1966 and with new construction and upgrades happening around the city, it was time for a change. The new logo incorporates elements of the old logo and it “symbolizes the spirit and culture of the City and embodies the palm and orange tree colors and textures into a joyous motion”.

The city is currently moving forward with construction updates to Litchfield Elementary School, a new underpass which will help more easily link areas West of downtown Litchfield Park and aggressively working to create a competitive edge to attract additional retail businesses. This new retail business is key as it will help expand the tax basis for the city and will ensure financial sustainability. While the city has done a good job of providing a variety of housing options, adding new retail business will help increase quality of life for all Litchfield Park residents.

Over the years, I have always thought of and referred to the original Litchfield Park (bound by Dysart and Litchfield Roads and by Camelback and Indian School Roads as “Old Town Litchfield Park”. I know many other people around the area refer to the original Litchfield Park as the same – Old Town Litchfield/Old Town Litchfield Park. While I have no “negative” association with “Old Town Litchfield”, I do understand the city’s decision to update the brand. If it means that the move will help increase our chances that we can attract new business and build out the open land parcels that exists in and around Old Town Litchfield then hey, I am ready to “Discover the Park”!